The Nivea 'A million moments of closeness' promotion is part of its larger, integrated marketing campaign '100 years skincare for life,' which kicked off earlier this year to celebrate the skincare brand's 100th anniversary.
Developed by Life Agency, the Nivea 'A million moments of closeness' targets women 30 to 54 years of age. It encourages them to participate in the promotion by using Nivea's Facebook application and joining in on sections like 'The Debate' or 'Live Chat.' Here they can also watch 'Closeness Films,' 60-second films made by students from The London Film Academy that are all centered on the theme of closeness. Any users who participate -- for instance, by sharing their own photos on the closeness theme, liking others' photos or making comments -- are automatically entered to win prizes.
Intimacy-Inviting Campaigns
Nivea 'A Million Moments of Closeness' Promotion
Trend Themes
1. Integrated Marketing Campaigns - Implementing integrated marketing campaigns that utilize social media platforms and user-generated content can create a sense of intimacy and engagement with consumers.
2. Branded Applications - Developing branded applications to encourage user participation and interaction can enhance brand loyalty and provide valuable data for companies.
3. Cinematic Storytelling - Collaborating with filmmakers or students to create short films that resonate with the target audience can evoke emotions and strengthen brand identity.
Industry Implications
1. Skincare - Skincare brands can leverage intimate marketing campaigns to connect with consumers on a personal level and showcase their products' benefits effectively.
2. Advertising and Marketing - The advertising and marketing industry can explore disruptive innovation opportunities by incorporating interactive elements and user-generated content in campaigns.
3. Film and Entertainment - The film and entertainment industry can collaborate with brands to showcase their products or messages through cinematic storytelling, providing unique advertising avenues.